ESG KPI-Set „Community Investment“, „Beneficiaries“, „Media Literacy“
In 2014 we piloted three new KPIs to measure our social commitment and have begun reporting these externally for the first time in this report. Our activities are based on the methods employed by the London Benchmarking Group (LBG), which incorporate the aspects, "input," (effort/involvement), "output" (results) and "impact" (change).
The Community Investment ESG KPI illustrates activities in which Deutsche Telekom was involved in the community either financially, through its employees, or through donating materials.
The Beneficiaries ESG KPI reflects the number of people who got involved in community activities and the number of people in the target group that benefited from such activities.
The Media Literacy ESG KPI reflects the share of people we have reached through programs addressing this topic. This KPI establishes a direct correlation between these activities and our core business.
New ESG KPI in pilot reporting 2014 without data from T-Mobile US and some T-Systems units.
ESG KPI „Social Commitment“
As shown below, we measure our performance in society with the Social Commitment ESG KPI . The ESG KPI shows that in 2014 our performance was rated significantly higher than the level of importance attached by the public to the subject.
We use an exclusive telephone survey of 2,000 people from the German residential population (customers and non-customers) con-ducted by TNS Infratest to measure our Social Commitment ESG KPI . The following questions were asked to determine the importance of social commitment: "How important is it to you that companies are active in the community?" In order to rate the performance of the Deutsche Telekom Group in Germany, TNS Infratest read the names of several companies to those surveyed and asked them to indicate whether those companies were involved in the community by answering "yes" or "no."
This data is relevant for criteria 18 (Community) and 7 (Rules and processes) of the German Sustainability Code.
Employees at the national companies show their commitment to society in many different ways. This commitment (corporate volunteering) frequently focuses on helping people who are not yet able to help themselves, children and young people in need. Corporate volunteering is very popular at almost all of our national companies. We have been recording core data on these activities within the scope of our international implementation of engagement@telekom since 2012. Although fewer Social Days took place in 2014 than in the previous year, more participants were involved in these events. The focus here is increasingly shifting to more targeted, skill-based involvement that is less time-consuming.